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KRAFT TO INTRODUCE KOOL-AID POUCHES

By Published on .

NEW YORK (AdAge.com) -- Kraft Foods will extend its Kool-Aid brand into pouch form next month with the national launch of Kool-Aid Jammers.

The new foil pouches, clear in the back to reveal the different fruit flavors, are intended for 6- to 10-year-olds, a slightly younger target than Kraft's tween-targeted Tang and Capri Sun pouches.

Kraft will support the launch in January with children-targeted TV featuring the Kool-Aid Man character and mom-targeted print ads touting Jammers' 100% vitamin C and real fruit juice.

WPP Group's Ogilvy & Mather Worldwide, New York, handles the business.

Kraft spent $24 million on Kool-Aid advertising in 2000, per Taylor Nelson Sofres' CMR.

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